Consumer Survey on Graphic Layouts for the COMMUNITY ENERGY LABEL DIRECTORATE-GENERAL FOR ENERGY AND TRANSPORT 1

Transcription

1 Consumer Survey on Graphic Layouts for the COMMUNITY ENERGY LABEL DIRECTORATE-GENERAL FOR ENERGY AND TRANSPORT 1

2 The survey was conducted in eight EU Member States Bulgaria Finland France Germany Italy Lithuania. Poland The United Kingdom DIRECTORATE-GENERAL FOR ENERGY AND TRANSPORT 2

3 Methodology. At least 1000 interviews conducted in each. country (sample = 8000 interviews) Face to face methodology. Interviewing via Omnibus study in FR and DE and stand alone ad-hoc study in the other MS. Interviews selected to ensure full. representation of the national populations Methodology and questionnaires developed in consultation with the Labelling Committee and the Stakeholders DIRECTORATE-GENERAL FOR ENERGY AND TRANSPORT 3

4 Three models were tested GROUP A closed A-G GROUP A+ 'A+' GROUP A-% 'A-x%' DIRECTORATE-GENERAL FOR ENERGY AND TRANSPORT 4

5 For each of the 3 models, one questionnaire was used at random with a third of the sample (group). The 3 questionnaires followed the same overall structure based mainly on simple comparisons mirroring situations that consumers could face in shops. DIRECTORATE-GENERAL FOR ENERGY AND TRANSPORT 5

6 Toplines DIRECTORATE-GENERAL FOR ENERGY AND TRANSPORT 6

7 The 3 models are well understood A 72% A+ 73% A-x% 65% DIRECTORATE-GENERAL FOR ENERGY AND TRANSPORT 7

8 Transition from current to "new" format (1/4): percentage of correct answers when going from the current label to the new model: - current A-G A+ = 46% - current A-G A-x% = 30% - current A-G closed A-G = 19% DIRECTORATE-GENERAL FOR ENERGY AND TRANSPORT 8

9 Transition from current to "new" format (2/4) Group A-x% "I would like you to look at the two labels and tell me which one you believe denotes the more energy efficient product, X or Y." Correct answer given by: 30% x y both don't know = 2688 in total 30% 26% 30% 14% DIRECTORATE-GENERAL FOR ENERGY AND TRANSPORT 9

10 Transition from current to "new" format (3/4) Group A+ "I would like you to look at the two labels and tell me which one you believe denotes the more energy efficient product, X or Y." Correct answer given by: 46% x y both don't know = 2821 in total 46% 17% 24% 13% DIRECTORATE-GENERAL FOR ENERGY AND TRANSPORT 10

11 Transition from current to "new" format (4/4) Group A "I would like you to look at the two labels and tell me which one you believe denotes the more energy efficient product, X or Y." Correct answer given by: 19% x y both don't know = % in total 12% 19% 13% DIRECTORATE-GENERAL FOR ENERGY AND TRANSPORT 11

12 Understanding of revalorisation (1/2) identical product, downgraded, different dates "I would like you to look at the two labels and tell me which one you believe denotes the more energy efficient product, X or Y." X Y Correct answer given by: 25% x y both don't know = 2825 in total 49% 25% 14% 13% DIRECTORATE-GENERAL FOR ENERGY AND TRANSPORT 12

13 Understanding of revalorisation (2/2) different products, same class, different dates "I would like you to look at the two labels and tell me which one you believe denotes the more energy efficient product, X or Y." X Y Correct answer given by: 59% x y both don't know = 2825 in total 49% 59% 25% 14% 13% 12% 16% 13% DIRECTORATE-GENERAL FOR ENERGY AND TRANSPORT 13

14 Consumers preference for a particular model Group A Group A+ Group A-x% (1/2) LABEL LABEL LABEL A-G 14% A+ 36% A-x% 35% 46% 43% 33% 32% 28% 29% 13% 14% 16% DIRECTORATE-GENERAL FOR ENERGY AND TRANSPORT 14

15 Preference for a particular model (2/2) "Which of the options do you prefer?" (filter: only consumers who have understood the model they were confronted with) Group A Group A+ Group A-x% A-40% A++ closed rescaling A-G = don't know A-40% A++ closed rescaling A-G = don't know A-40% A++ closed rescaling A-G = don't know 32% 33% 46% 43% 18% 29% 28% 13% 14% 16% 5% 9% 3% 10% 4% DIRECTORATE-GENERAL FOR ENERGY AND TRANSPORT 15

16 Strong effect/appeal of the dark green arrow as the most attractive class irrespective of how it is named A 40% A+++ 40% A-60% 40% DIRECTORATE-GENERAL FOR ENERGY AND TRANSPORT 16

17 CONCLUSIONS Closed A-G with Rescaling:.the most difficult of the three options for people to comprehend;.the least popular in a direct preference context. A-20% and A+:.both well understood by consumers;.the most chosen route when given a free choice amongst all three (once people have been exposed to either route).easiest transition from current to new format. Colour-graded scale The top dark green arrow is equally perceived as the highest level of efficiency irrespective of the name of the class..the inclusion or exclusion of a lengthened 'tail (whether the extra levels are coloured red or left clear) appears to have minimal impact. DIRECTORATE-GENERAL FOR ENERGY AND TRANSPORT 17